content & consumer influence, luke beatty, vice president, general manager yahoo
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SIGNAL LA: THE CONTENT MARKETING CONVERSATIONLos Angeles/ February 9, 2011
CONTENT & CONSUMER INFLUENCE
Luke BeattyVice President, General Manager
February 8, 2011
THE YAHOO! CONTRIBUTOR NETWORK
400,000AUTHENTIC
VOICES
CONTEXT = CONTEXTUALADVERTISING
2005
CONTEXT = HYPER-TARGETED DISPLAY
2008
CONSUMER INFLUENCE
70%of the content you
consume on a daily basis is
crowd sourced.
30%of the content you consume on a daily basis is by someone
you know.
Source: EMC Source: Pew
CONTEXT = CONTENT MARKETING
2011Brand relevant assignments
CONTEXT = CONSUMER ACTIVATION
CONTEXT = CONSUMER ACTIVATION
CROWD SOURCED EDITORIAL DEVELOPMENT